Challenges for professional journalism remain formidable in Albania. Challenges related to the full formalization and transparency of the media market persist, particularly in online media, and, to a lesser extent, in print media. Although the number of online outlets continues to increase, fewer students are choosing to pursue degrees in journalism and communication. In addition, issues related to the labour relations of media employees remain evident. Combined with the close interdependence of media owners and political and business interests, this certainly constrains the freedom of journalists to be independent and not to censor themselves. At the same time, there is considerable market pressure to prioritize speed of publication and sensationalism over professional standards and ethics in both online and traditional media. While efforts to self-regulate exist, it is too early to assess their impact.
This report presents findings from a series of focus group discussions with citizens of different age groups, journalists, and citizens with high cultural and social capital and influence, examining perceptions of media, journalism, democracy, media use, and trust in media in Albania. The discussions reveal a shared recognition of the central role the media plays in democratic life, alongside a broad consensus that this role is currently weakened by structural, economic, political, and technological pressures.
Across all groups, the media is recognized as a key institution with significant influence on public life and opinion formation. At the same time, participants in all focus groups consistently expressed scepticism about media freedom, independence, and credibility. Media outlets are widely perceived as constrained by political pressure, ownership structures, economic dependence, and weak regulation. Journalists are viewed as operating with limited professional autonomy, often unable to hold power accountable or pursue investigations without interference. While participants acknowledged the existence of ethical and professional journalists, shortcomings in media performance were largely attributed to systemic factors rather than individual responsibility.
A recurring theme was the erosion of the media’s democratic functions, particularly accountability, pluralism, and the impact of investigative journalism on society and the state of democracy. Participants across all groups agreed that the media no longer consistently fulfils its watchdog role. Investigative journalism, when it does occur, is often fragmented, interrupted, or neutralized before producing tangible outcomes.
Self-censorship emerged as a defining characteristic of the media environment. Journalists described both formal and informal limits on what can be reported, identifying “untouchable” political figures, institutions, and business actors. Editorial interference frequently occurs indirectly, through media owners or commercial departments rather than journalists themselves. As a result, participants described a pattern of partial truths and selective coverage that undermines public understanding while maintaining an appearance of factual accuracy.
Technological change and the rise of social media have profoundly reshaped the information ecosystem. Participants noted a shift from media as intermediaries to direct communication by political actors, influencers, and institutions. While this transformation has expanded access to information, it has also weakened professional gatekeeping, blurred the boundaries between journalism and content creation, and contributed to information overload. The media was frequently described as having moved from reflecting reality to shaping narratives, and from managing information to managing noise.
Media consumption habits have shifted significantly, with online media and social networks becoming primary sources of information for all age groups, particularly younger participants. Speed, accessibility, and constant availability were cited as key advantages, alongside growing fatigue and scepticism. Despite widespread use of digital platforms, participants across age groups expressed low levels of trust in social media content due to misinformation, weak regulation, and ethical concerns. Television, while no longer the dominant source of daily news, remains relatively more trusted, especially among older participants, due to perceptions of professionalism and institutional continuity.
Trust in the media has increasingly shifted from institutions to individuals. Participants across groups identified specific journalists, presenters, or programmes as credible sources rather than media organizations as a whole. Journalists themselves reported a decline in public trust in the profession, exacerbated by sensationalism, unethical practices, and the presence of actors engaging in blackmail or smear campaigns under the label of journalism.
Economic sustainability was identified as a fundamental challenge underpinning many of the sector’s problems. Media outlets were widely described as operating outside normal market logic, functioning instead as extensions of political or business interests. Participants acknowledged the paradox between expectations of free access to information and the lack of public willingness to financially support quality journalism. Journalists emphasized that donor-funded media and investigative outlets provide valuable public-interest content but struggle to attract large audiences in a media environment dominated by sensationalism.
Discussions on the future of journalism reflected a predominantly pessimistic outlook, particularly among journalists. Declining enrolment in journalism studies, deteriorating labour conditions, reduced social status, and increasing exits from the profession were all cited as warning signs. At the same time, participants across the groups expressed the belief that quality journalism will continue to exist, albeit in smaller, more fragile spaces, particularly through independent and digital platforms. The future of the media was seen as one of transformation rather than disappearance, shaped by technological adaptation, changing audience behaviour, and ongoing struggles over freedom, credibility, and relevance.
Overall, the focus group discussions depict a profoundly altered media– democracy relationship in Albania. While the media remains symbolically central to democratic life, its practical capacity to inform, scrutinize power, and foster meaningful public debate is perceived as significantly diminished. The findings point to a media system under sustained pressure, where trust is fragile, accountability is weakened, and professional journalism persists despite increasingly adverse conditions.
